Project Report - Britannia ( Specialty Bread)

SUMMER TRAINING REPORT SUBMITTED TOWARDS PARTIAL FULFILMENT OF POST GRADUATE DEGREE IN MARKETING & SALES

PROJECT TITLE “SCOPE OF SPECIALTY BREADS IN DELHI & NCR REGION”

SUBMITTED BY: NITIN MISHRA ENROLL NO. A0102207109 MBA (MARKETING & SALES)

FACULTY GUIDE: MS. VARSHA KHATTRI

Acknowledgement:

The completion of this project gives me an opportunity to convey my regards to all those who helped me to reach a stage where I have the confidence to launch my career in the competitive world of management. I take this opportunity to express my heart felt gratitude to Mr. Naveen Mathur Regional Sales Manager, Bread, Cake & Rusk, Britannia Industries Limited for providing this opportunity to complete my summer training with Britannia Industries Limited. His guidance made me in tune with corporate world. His team of efficient colleagues especially Mr. Munish Pal Singh, Manager–Sales & Marketing, Daily Bread extended full support and cooperation in my internship. I am also thankful to my faculty guide Ms. Varsha Khattri who provided me the most needed guidance, suggestions and support to make this project a wonderful reality.

Regards, Nitin Mishra

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DECLARATION

I Nitin Mishra student of Third semester of Masters of Business Administration in the Academic Year 2007-09 at Amity Business School, Amity University Uttar Pradesh hereby declare that I have completed project titled “scope of specialty Bread in Delhi and NCR region” region as a part of the course requirements of Masters of Business Administration of Amity University.

I further declare that the information presented in this project is true and original to the best of my knowledge,

Date:

(NITIN MISHRA)

Place: Noida

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CERTIFICATE

I Varsha Khattri hereby certify that Nitin Mishra student of Third Semester of Masters of Business Administration in the Academic year 2007-09 at Amity Business School, Amity University, Uttar Pradesh has completed project on “scope of specialty Bread in Delhi and NCR region” under my guidance for two months.

I further declare that information presented in this project is true and original to the best of my knowledge.

Date:

Ms.Varsha Khattri

Place: Noida

Faculty Guide

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ABSTRACT By Nitin mishra The project is to study the “Scope of Specialty Bread” in Delhi & NCR region. The Project work includes Primary & Secondary research to analyze the Retailers & Consumers perception about the specialty bread. Since it’s a premium product and average population of India lists below the poverty line .So STP analysis is also done. Mc Kinsey & Company report on Indian consumers .-2007 states that if India continues on its current high growth path ,In coming two decades the Indian market would come across a major transformation .Income level will almost triple and India will climb from its current position as the 12th largest consumer market to Become world’s 5th largest consumer market till 2025 . This shows that there is a huge potential in India for every single product. . In today’s world, most of the positioning of the product is done through electronic media. As the product is belong to niche market, proper advertisement plays a crucial role. Thus some innovative ways of advertisement are also suggested. This project also focuses on few promotional strategies that can be used in B2B market as well as B2C market in the form of retail stores. To study consumer perception a survey is conducted in the form of questionnaire in different malls, restaurants and retail stores at different locations. Keeping the latest trends in mind, following recommendations are given to the company:•

Specialty Bread is a premium Product so Britannia should concentrate more on business and executive class.

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•

Since Britannia is come up with very limited variants. To tap the 7 lakh estimated target market in Delhi they have to adopt aggressive approach. They should increase no. of variants of Indian Flavours.

•

Distribution channel should also be different.

•

Retailers should provide more margin so that they could provide more shelf space to Product .This will surely increase the sales of product.

•

In the retail business, Shopkeepers are most important as they are the ones who inform the end consumers. Thus company should be very focused on this aspect.

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Table of Content Acknowledgement

………..2

Abstract

………...5

1. Need of the Project

………...11

2. Objective of the project

………..11

3. Introduction

………..12

3.1 Bakery Industry

………...12

3.2 Indian Bread Industry

………..12

3.3 Emergence of Healthy products

………..13

4. About the company

………..14

4.1 Production

………..14

4.2 Basket of Britannia

………..14

5. Market strategy

………...15

5.1 Market Trends

………..15

5.2 Competitors

………..15

6. Daily Bread (Case Study)

………..17

6.1 Company Objective

………..18

6.2 Competitive Advantage

………..18

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6.3 Institutional Clients

………..21

6.4 Company segmentation & Positioning

………..23

6.5 Zone wise Analysis

………..31

6.6 Analysis of Sales Report

………..32

7. Research Methodology

………..35

8. Questionnaire for Retailers

………..39

9. Findings

………..41

10. Questionnaire For consumers

………..43

11. Findings

………..46

12. STP Analysis

………..56

13. Scope of Improvement

………..59

14. Marketing strategies

………..64

14.1 For B2B

………..64

14.2 For Retailers

………..67

15. Recommendations

………..69

16. Porter Five Force Model

………..70

17. Appendix

………..75

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List of Figures & Graphs Figure no. 1- Graphs on Product’s availability at retail outlets (for Retailers) Figure no. 2- Branded Product vs. Non Branded Product Figure no. 3- Graph on Product’s existing Varieties Figure no. 4- Graphs shows Product’s Future Figure no. 5- Graph on Product’s Popularity Figure no. 6- Graph on Product’s Taste Figure no. 7-Graph on Product’s Usage at home Figure no. 8- Graph on Product’s Price Figure no. 9- Graph on Product’s availability (for End Users) Figure no. 10- Graph on Product’s promotion Figure no. 11- Graph on Existing Company in Product category Figure no. 12- Graph on question based on Product’s promotional activity Figure no. 13- Respondents Gender Break Up Figure no. 14- Respondents Age Break Up Figure no.15- Respondents Occupation Break Up

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Figure no.16- Respondents Income Break Up Figure no.17-Shifting Income levels Of Consumers Figure no.18-Search Engine Used By Internet Users Figure no.19-Porter Five Force Model Figure no.20-Perceptual mapping Excel sheets are also attached at the end of the Report

List of Abbreviations: STP- Segmentation Target Positioning IT- Information Technology B2B- Business to Business B2C- Business to Consumer SKU- Stock keeping Unit MTD- Monthly Delivery

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NEED OF THE PROJECT BIL, since its inception had been mainly involved in the manufacture of biscuits, which contributed around 85% of its revenues (1997). The biggest problem then, for the 80-year-old BIL was that its name was strongly associated by customers with biscuits (or more broadly bakery products). With the de-reservation of biscuits from the small sector and commoditization of the Rs 3500 crore biscuit market, coupled with cutthroat competition after the entry of multinationals and stagnating net profits, BIL looked for a fresher approach to survive and prosper BIL realized that it would have to scale up its marketing strategy in its main line of business and in addition tap new food categories to grow. One reason why BIL seemed to have woken late was that the company didn't have a proper parent until the French food and beverages major, Danone, acquired RJR Nabisco's holding in the company BIL seemed to have realized that the time had come to change the rules of the game. It crafted a makeover plan to diversify into new but related areas, and at the same time consolidate and improve its core business, biscuits. By doing so BIL hoped to remain the market leader in biscuits and become a major player in related businesses also

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OBJECTIVE OF THE PROJECT The objective of the project is summoned as follows:Study the Scope of Specialty breads in Delhi and NCR Region. Since the product is premium and average population of India lives below the poverty line so STP analysis plays a crucial role in the project. This project helps company to understand the retailers & consumers perception about the Product. For this a detailed survey was conducted.

.

INTRODUCTION BAKERY INDUSTRYBakery industry in India is the largest of the food industries with an annual turnover of about Rs. 3000 crores. Bread and Biscuits form the major baked foods accounting for over 80% of total bakery products produced in the country. . Bakery products once considered as sick man’s diet have now become essential food items of the vast majority of population. Though bakery industry in India has been in existence since long, real fillip came only in the later part of 20th century. The contributing factors were urbanization, resulting in increased demand for ready to eat products at reasonable costs etc. With the quick food culture catching up, demand for bakery products has increased tremendously. The bakery industry or for that matter all the businesses catering to bakery are witnessing a sort of revolution tremendously. In an age where malls, hypermarkets and supermarkets have become the customer's preferred destination, the concept of chain bakeries has come into its own. The bakery industry has become more organized in the recent past. It is following the path of restaurants - as the industry has become more organized, chain restaurants have taken over the market and standalone restaurants have found it tough to survive on its own.

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INDIAN BREAD HISTORY •

The Bread industry is low - tech and low margin industry. In 1977, the Government of India had reserved bread industry for small scale industries (SSI). The then existing two large units viz., Britannia Industries Limited and Modern Food Industries Ltd. were however allowed to continue on the basis of their respective existing installed capacity.

•

35 % of the total production comes from the small scale sector with about 1500-1800 units in operation. The organized sector accounts for 20 % of the total production. The balance production comes from the unorganized traditional bakery units operating under cottage/tiny sector numbering approximately 65000 units in the country. BIL & MFIL are having a market share of 10-12 % and 7-8 % respectively. Apart from big players like BIL & MFIL regional players such as Spencer’s in South India, Vibbs in Maharashtra, Harvest Gold and Perfect in Delhi, etc.

•

Bread being consumed by wide cross - section of the society, the marketing of bread is based on strong retail distribution networks, which service the customers.

•

As bread industry is a low margin business, cost control is crucial in sustaining profitability in the long run.

•

The total market size of bread industry is approximately 15 billion standard loaves (SL) or 1.5 million tonnes. The current growth is around 5 - 6 percent p.a. and is expected to remain in the same level in the medium term.

EMERGENCE OF HEALTHY PRODUCT

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Along with an increase in demand for the bakery products, the awareness about health is also on the rise. Bakeries are making sure that they come out with healthier products. "The awareness of the virtues of products like whole grain, health breads, cholesterol-free products and such other health products is growing in our country. An increasing demand and health awareness results the demand for products like Specialty Breads.

ABOUT THE COMPANY “I conform to the view that there are three kinds of companies -those that watch things happen; those that make things happen; and those that wonder what happened. We certainly wish to make things happen.....My personal commandment is Do unto others what you don't wish done unto you. It's not the big who swallow the small; it is the fast that swallow the slow” - Sunil Alagh, CEO, Britannia Industries Limited

Britannia Industries Limited (BIL) is the leading player in Bakery Products (Biscuits, Bread, Rusk and Cake), jointly promoted by French food major DANONE and Nusli Wadia. It enjoys market leader ship in Biscuits with 39 % market share in value term. It owns key brands like Tiger, Good Day and Marie Gold. It has six pillar brands, which contribute around 90 % of its top line. Each of its pillar brand

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generating sales exceeding Rs.1 billion and these six pillar brands include Good Day, Tiger, 50:50,Treat, Milk Bikis, and Marie Gold. BIL is enjoying market leadership in all sub-categories of biscuits, Except in Glucose category where Parley is the leading player.

PRODUCT BASKET OF BRITANNIA The group’s principal activities are manufacturing & marketing•

Biscuits

•

Cakes

•

Rusk

•

Bread

•

Daily products

MARKETING STRATEGY MARKET TREND:In modern days bread is now becoming one of the most essential food items in human diet due to its ready-made availability and high nutritive value. It is the most consumable wheat based bakery product. Wheat flour, yeast, sugar, salt, water and shortening agent are required as raw materials to manufacture bread. The plant and machinery and the technology required to manufacturing the bread, are completely available in India. Since the consumption of bread is increasing rapidly day by day, the demand also is increasing enormously.

Competitors: Some of the other well-known Speciality players in the market are as follows-

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1. Cremica: The CREMICA Group, a widely diversified food products company from India, is an acknowledged frontrunner in both food retailing and food services industry. Established as a small enterprise by Mrs. Bector, a passionate food enthusiast, three decades ago, the group has today metamorphosed into a huge food products conglomerate and is known for its lip smacking range of Sauces, Mayonnaise, Toppings, Syrups, Biscuits, Indian Snack Foods, Stabiliser Blends and Ice creams. The Group has been constantly setting benchmarks for the food processing industry through its incomparable products, innovative flavours and fillings, internationally certified production facilities, consistent quality and unmatched expertise. Through its commitment to taste and quality, CREMICA has emerged as a preferred consumer brand and a leading supplier to Indian and global food majors. 2. PERFECT BREADStarted business with a small plant “in Seeta Foods Pvt. Ltd.", located at a small industrial town Hathin, Faridabad in the year 1993 with a very nominal turnover. In a span of just few years, with adding on two most modern plants: L.R. Foods (established in 1997) & Harpreet Foods Pvt. Ltd. (established 2000) at Faridabad and further coming up with Perfect Bake in 2006.

Group works exactly on the concept of "Demand & Desire" with the help of highly qualified marketing personnel’s to enhance the quality & variety of their products. Apart form retail markets of Delhi, NCR, Western U.P., M.P., Rajasthan, Haryana; group has a strong presence in reputed institutions & corporate. L.R Foods are very particular about using 100% natural ingredients. And a strong emphasis is given in this fact in all the stages of the production. The usage of Golden Wheat not only makes their products nutritious but also ensures unmatched quality and taste.

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There is total quality control ensured by the use of state-of-the-art machinery. The products are untouched by hand making them totally hygienic, henceforth strictly maintaining a tradition which in turn has helped them to establish a distinct presence in the market. A very strong emphasis on customer satisfaction has made them a legend in the bread industry and this is well justified by their well-satisfied top notch corporate clients. Some of the other competitors brand are-

• BONN bread • 365 days • VLCC bread • Sugar n Spice • Breads N More • RAINBOWS

DAILY BREAD (CASE STUDY) As Daily Bread is subsidiary Of BIL and was in business of Specialty Breads for more than 5 years, a detailed study was done. On the basis of the study few recommendations were given to BIL as BIL launched Specialty breads just 3 months back. Daily bread was founded in May 2003 as the country’s first purveyor of world class breads, confectionary and specialty food products for wholesale and retail clients. It started its commercial production in October 2003 in Bangalore and currently

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supplies bakery products to a wide spectrum of institutional clients and operates. Daily Bread has a chef training and recipe transfer agreement with the leading wholesale European bakery & food emporium in Hong Kong, which will provide it a competitive advantage. It intends to open 10 wholesale bakery production units and 200 retail bakery, etc outlets in top 10 metros in India over next 3 years.

Britannia Industries Ltd (BIL) has acquired a strategic stake in Daily Bread, a Bangalore-based boutique manufacturer and retailer of high-end bakery products, which includes a variety of European breads, pastries and savouries with its intent to diversify its product portfolio into the fast-growing, high-end, branded freshlybaked gourmet foods, and marked its entry into the premium `out of home' and `in home' consumption

COMPANY OBJECTIVES

Daily Bread will be the first bakery vendor in India to provide institutional clients such as coffee chains, fast food chains, multiplex chains and hotel chains, etc. with a reliable and consistently high quality and wide selection of bakery products across all the major metros There is currently no pan India bakery brand. By opening wholesale bakeries in the top 10 metros, Daily Bread’ will be India’s first national bakery brand, synonymous with European quality bakery products, produced in state-of-the-art, hygienic & HACCP compliant production facilities

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Daily Bread will deliver superior value to urban Indian consumers by making available bakery and confectionary products of international selection, standards and packaging at a competitive cost for the first time in India The need for setting up production units in each major metro is driven by high transportation costs, the lack of an effective cold chain, the perishable nature of bakery products, the variance in regional tastes and the need to be close to the market

DAILY BREAD COMPETITIVE ADVANTAGES Some of the competitive advantages that the company enjoys are as follows•

Over 100 varieties of European artisan & country style breads

•

An assortment of over 100 types of specialty gateaux, cheesecakes and mousse cakes

•

A wide variety of exotic fillings and spreads sandwiched in over a dozen type of bread loaves and wraps

•

An array of specialty gourmet pizzas and savouries including quiches, puffs, pies and vol-au-vents

•

Premium range of designer liqueur & luxury cakes for special occasions made

•

Bakery chefs with international and five star hotel experience using state-ofthe-art imported bakery and kitchen equipment

•

Products packaging and display standards at world-class levels

•

Production facilities compliant with international hygiene standards.

•

Complete support for ‘Point of Sale’: Consulting services for in-store bakery or bread display layout, equipment & ambience

•

Training and development for bakery counter staff

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•

Customized products for each client based on end user profile and sales analysis

•

Benefit from continuous research & development conducted by Daily Bread and its recipe transfer partner in Hong Kong – e.g. ever expanding list of low fat and diet friendly bakery products, gluten free products for diabetics and organic products

•

Sales support and promotion

•

Higher revenues through increased ‘footfalls’ & ACP

•

Consistent quality and reliability of bakery products across locations.

SOME OF WELL KNOWN SKU’S

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SL NO

Net Wt

ITEM NAME

(gm)

Shelf Life MRP

1.

Bread Sticks - Methi

150

14 Days

23

2.

CHOCOLATE TWIST

150

6 Days

34

3.

CHOCO ALMOND Stick

100

10 Days

90

4.

Bread Crumb

400

15 Days

35

5.

Brioche Chocolate

400

4 Days

45

6.

Buns – (Soft) (Spinach) FLAVOURED

300

4 Days

24

7.

Burger Buns

200

4 Days

18

8.

Cheese & Garlic Bread

250

4 Days

30

9.

Curry Leaves & Mstd

350

4 Days

25

10.

Jumbo bread

1000

4 Days

45

11.

Masala Loaf

400

4 Days

30

12.

Methi Ajwain Loaf

350

4 Days

25

13.

Plain Buns (Dinner Rolls)

300

4 Days

21

14.

Slice French Village S/W

350

4 Days

40

15.

Slice Healthy Whole Wheat S/W

400

4 Days

23

16.

Slice Mediterranean S/W

350

4 Days

40

17.

Slice Muesli Sandwich

350

4 Days

40

18.

Slice Premium English Butter Bread

400

4 Days

18

19.

Slice S/W Loaf

300

4 Days

12

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INSTITUTIONAL CLIENTS •

METRO

•

PVR

21

•

SPENCERS

•

RELIANCE FRESH

•

KFC

•

LE MERIDIEN

•

TAJ

•

BIG BAZAR

HOTELS

DAILY BREAD showed widespread trial but limited repurchase level. The research into this phenomenon shows some interesting aspects of Indian consumer expectations from Breakfast and what Daily bread delivered to them.

Expectations from

Delivery By Daily Bread

breakfast Taste of the dish/ food

Enjoyable Food. Taste is good in

should be acceptable to all

limited quantities. Quickly satiating.

members of the family

Food should prevent

Since one gets satiated with taste

hunger pangs for 2-3

quickly and is not aware as to what are

hours, so that children can

different varieties and with what

focus on their studies

alternatives they can be consumed so

clearly.

not much acceptance.

Breakfast should be

Daily bread has all the nutrients, herbs

healthy and nutritious.

which make it and healthy option.

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Breakfast easy to make.

Can be consumed directly or with butter, jam, cheese, sauces, cream.

There should be variety.

Has unique basket of 43 varieties but all are not breakfast items as some are delicacies to be consumed on special occasions only.

Breakfast should be non-

Light but depend on the variety

oily.

consumed.

The variants should be not

Except few SKU’S most of the variants

to expensive to be

are extremely high priced.

consumed on regular basis The variants should be

Except few promo no consumer

advertised and promoted to

awareness.

establish value proposition.

COMPANY SEGMENTATION AND POSITIONING•

Daily Bread will enjoy a first mover advantage in a highly fragmented niche market in India and will focus on a specific market segment to address unmet

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client needs: i.e. providing selection, consistency, reliability, quality, transparency, hygiene, and one point of contact for bakery product purchases to institutional clients across the major metros. •

Daily Bread will enjoy a competitive advantage and deliver superior value to clients due to the wide range, high quality and attractive packaging of its product range, which is unrivalled in India.

•

The wholesale bakery sector remains one of the last sectors in India which continues to be isolated from international competition and standards and which continues to manufacture a poor and inconsistent quality and very limited choice of products.

•

Daily Bread’s business model offers significant growth potential driven by strong macro drivers: rapid urban population growth, increasing affluence, changing food consumption patterns and lifestyle trends in urban areas and rapid expansion and improvement of standards in organized retailing in India .Daily Bread’s envisaged business model incorporates multiple revenue streams from a complete suite of fresh & frozen bakery, confectionary & specialty food products catering to a diverse wholesale & retail client base.

•

Based in our case (DAILY BREAD) focusing on the same target group of high premium class some of the popular categories under which they can successfully positioned their products are as follows-

1. On the basis of PRICEProducts are classified on the basis of the price:Premium (>Rs50 and above) - which can be enjoyed as a special savory or a delicacy on special occasions like Evening brunches or parties. Popular(Between Rs20 to Rs50)-These are the varieties which have different flavours and unique taste hence can be consumed by the consumer as part of his special breakfast or evening snacks on weekend when he has the time to pamper oneself at the same time an offering that is different from everyday breakfast food.

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Economy(Less than Rs20)-These are the varieties that can be consumed on a daily basis and which are within the reach of their income.

PREMIUM

POPULAR

ECONOMY

SKU

PRICE

SKU

PRICE

SKU

PRICE

German Sour

71

Assorted Crouton

24

Buns Soft

15

Rye Loaf

Spinach Flavoured

Mexicorn

56

Baguette Parisian

41

Burger Buns

19

Multi Grain

51

Bread Sticks Methi

24

Garlic Pizza

15

Loaf Raisin N Nut

Base 56

Brioche chocolate

46

Hot Dog Roll

18

56

Cheese n Garlic

31

Mumbai

18

Broche Scandinavian Rye Bread Fruity Fit

Butter Pav 95

Ciabatta

46

Slice sandwich 13 Loaf

Choco Almond stick

90

Curry leaves n

26

Mustard

Submarine

18

Loaf

Jumbo Bread

46

English

19

Premium butter Bread Loaf Spinach

31

Milk Bread

17

Masala loaf

31

Brown Bread

17

Methi Ajwain Loaf

26

Sandwich

16

Bread Mumbai Whole

25

22

Wheat Pav Dinner Rolls

22

Slice French Village

41

Healthy Whole

24

Wheat Slice Museli

41

Slice Mediterranean

41

Welsh Fruit Loaf

46

Jumbo Medium

31

White Loaf Chocolate Twist

34

Milk and Honey

35

Plait

2. On the basis of OccasionsBased on the varying occasions the various SKUs can be classified under the following headsEXOCTIC

NORMAL

TEA TIME

DINNER

BREAKFAST

/SPECIAL

OCCASIONS

SAVOURIES

OFFER-

SPECIALS

OCCASIONS

INGS

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Raisin Nut n Brioche Sandwich bread

Chocolate

Dakshin

Cheese n Garlic

Croissants

Housewife Loaf loaf

German Sour Rye

Mumbai Butter

Assorted

Loaf

pav

Cookies

Chocolate Twist

Brown Bread

Masala Loaf

Plain Buns Sandwich Bread

Dinner

Milk Bread

Rolls Paneer Croissant

Slice Sandwich

Cookies

Haldi

loaf

Choco chip

Methi

Brown Bread

Ajwain Veg Moneybag

Chicken Puff

Veg Puff

Milk Bread

English

Cookies

Healthy Whole

Ginger Dip

wheat Bread

Muffins

English

Premium Butter

Premium Butter

Bread

bread

Garlic Pizza Base

Italian Black

Burger buns

and White Chocolate

Cheese Straws

Croissants biscotti

Fruity fit

Museli Loaf

Cinnamon Twist

Milk N Honey plait

Slice French

Welch Fruit

Village

Loaf

Parisian baguette Panini Herb German Sunflower and Walnut Loaf

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Bread Crumbs

Ciabbatta - Black Olives

3. On the basis of TARGET GROUPTARGET GROUP

EXAMPLES

ADULT MALE

Masala Loaf, Brown bread,English Premium Butter Bread,Haldi Methi Ajwain, Slice sandwich Loaf, Curry Leaves N mustard, Cheese N Garlic Loaf

ADULT FEMALE

Focaccia Onion and Sun Dried Top, Dakshina Housewife Loaf,Haldi MethI Ajwain Loaf

TEENAGE BOYS/GIRLS

Hot Dog Roll, Submarine Roll, Sandwich Bread, Burger Buns, Chocolate Croissants, Choco Chip, Almond Cookies, Raisin N Nut Brioche.

AGED ADULTS (HEALTHY

Brown bread, Panini Herb.Healthy Whole

CONSCIOUS)

wheat, Scandinavian Rye bread, Fruity Fit, Museli Bread, Mediterranean Bread.

KIDS

Welsh Fruit Loaf, Sandwich bread, Milk bread, Jumbo bread, Submarine Roll, Burger buns, Hot dog Roll, Mumbai Butter

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Pav

ENTIRE HOUSEHOLD

Mumbai butter Pav, Brown Bread, Milk Bread, Sandwich Bread, Healthy whole wheat Bread, English Premium Butter Bread.

4. On the basis of FLAVOURS The vast basket of goods can also be classified on the basis of its unique flavor or tasteTASTE

VARIANT

SPICES FLAVOURED

Haldi Methi Ajwain Loaf,Daksin Housewife Loaf, Masala bread, Curry leaves n Mustard ,Flavored Buns

HERBS ,GLUTEN AND PESTO

Panini herb,Scandivanian loaf, Mediterranean Bread, American Rye Loaf, Loaf Polish Rye, Italian Bell Paper And Toscanne Loaf, Mixed Herbs Croutons

Butter Flavored

English Premium Butter Bread, Masala Loaf, Mumbai Butter Pav

GARLIC /CINNAMON FLAVOURED

Pizza Base, Hot Dog Roll, Spinach Loaf

CHEESE FLAVOURED

Submarine Roll, Cheese N Garlic Loaf

MILK AND HONEY FLAVOURED

Milk Bread,Milk N Honey Plait,Fuity Fit, Almond N Raisin Brioche

CHOCOLATE FLAVOURED

Chocolate Brioche

WHOLE GRAIN BREAD

Healthy Whole Wheat Bread,Museli

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Sliced Bread WHEAT FLOUR BREAD

Rustica Wheat And Walnut Loaf, American Rye Loaf. Rye Flour.

5. On the basis of Weight (Gram mage)The innumerable variants can also be categorized on the basis of their weight or gram mage wherein it can help to determine the demand induced by the consumer over a period of time based on the consumption made which depends on the gram mage or the weight of the individual SKUs. WEIGHT GRAMMAGE)

VARIANT(SKU)

50 to 150 Gm.

Mumbai Butter Pav, Submarine Roll, Hot Dog Roll, Burger Buns, Dinner Rolls. Mumbai Whole Wheat Pav,Buns Flavoured,Panini Herb

150 to 250 Gm.

Garlic Pizza Base, Herb Bread Sticks,Methi Ajwain Loaf,

250 to 350 Gm.

Curry Leaves N Mustard, Cheese N Garlic Loaf, Milk N Honey Plait, Almond N Raisin Brioche

450 to 550 Gm.

Multi grain Loaf

550 to 650 Gm. 650 to 750 Gm. 750 to 850 Gm. 850 to 950 Gm. 950 to 1050 Gm.

Bread Crumbs, Harlequin Sliced Bread, Jumbo Sandwich

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6. On the basis of Colour Colour

Variant

Yellow Colour

Haldi Methi Ajwain

White colour

Sandwich bread, Milk bread, Curry leaves N Mustard(green Leaves),Pizza Base, Panini Herb

Light Brown

English Premium butter bread,Flavoured buns, Burger Buns, dinner Roll, Healthy Whole Wheat bread

Dark Brown

Masala Loaf, Chocolate Brioche

ZONE WISE ANALYSIS-

On the basis of the SKU’s wise facts and figures obtained I have tried to prepare a SKUs wise list for the previous month dividing the sales made and the returns obtained by the various distributors catering to the three zones of BREAD CITY-

South Delhi

I.A.H TRADERS-

North Delhi

GAURAV ENTERPRISES-

East Delhi

The report show the sales made, Returns during that 5 week period and returns percentage to determine the various SKUs performance showing how the tastes and preferences of people within the same state but residing in different zones vary greatly. India being a highly enriched country, with people of all ethics and culture being an integral part of its rich heritage. The same change in tastes and pattern is reflected in Delhi and NCR, its capital where people of all cultures and class try to survive to make their living.

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The first part of report shows how the figures highlighted are SKUs that are performing well in the North, as their return % is equal to less than 8%, which is considered as an acceptable figure by the company. The second part shows the SKUs performing well in South as being highlighted The third part shows the SKUs performing well in East as being highlighted. The Report reveals how the taste and pattern vary differently as most of the SKUs are performing well in South as it has some of the key potential markets and people have the willingness to spend. Similarly, Fruity Fit high priced bread has one of the highest returns in West because of lack of high disposable income at the hands of the consumer residing there. Likewise in the Northern part new variants like English premium Bread and Cheese and Garlic Bread are performing well thereby showing those consumers are slowly developing a liking for new varieties.

ANALYSIS OF SALES REPORT .One can analyze from the SALES figures of the distributors that a bread which is doing well in the North Delhi is not necessarily doing well in the East Delhi which clearly reflects the varying tastes and preferences of the Indian consumer Based on this I have tried to made an SKU wise Sales and Return analysis for all the major MODERN TRADE clients with their branches spread all across Delhi and NCR to suggest which are the profitable SKUs and must be promoted well and which are the SKUs that are not to the liking of the Indian consumer taste and hence must be either modified or since, the company had the unique opportunity of developing the product they can modified the product by tinkering may be with the ingredients .product packaging or flavor or the price points and can re launch or relocate in an area that has the potential and the product is successful . The following are the SKUs that are doing well and must be promoted1. SPENCERSHealthy Whole Wheat.

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Brown Bread Milk Bread Haldi Methi Ajwain. Curry Leaves and Mustard. Cheese and Garlic Loaf. Burger Buns. Butter Pav. Slice Sandwich Loaf. Dinner Roll. Healthy Methi Sticks.

2. NAMDHARI FRESH Museli Bread. Healthy Whole Wheat Bread. Haldi Methi Ajwain. Curry Leaves and Mustard. Brown Bread. Milk Bread. Burger Buns. 3. EXPRESS RETAIL (BIG APPLE) English Premium Bread Healthy Whole Wheat.

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Brown Bread Milk Bread. Mumbai Butter Pav. Submarine Rolls. Dinner Rolls. Masala Bun. Slice Sandwich Loaf. 4. SUBHIKSHA TRADING PVT LTD Curry Leaves and Mustard. Mumbai Butter Pav Masala loaf. Mumbai Whole Wheat. Healthy Whole Wheat. Bread Sticks Methi . Burger Buns. 5. HOMESTORE LTD. Brown Bread. Milk Bread. Thus one can analyze that in almost all the MODERN TRADE outlets it is the common SKUs like Milk bread, Brown Bread,Haldi Methi Ajwain,burger Buns,Dinner Rolls,Milk bread ,Mumbai whole wheat Pav which are fast moving SKUs.

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The following SKUs must be re launched by being modified either in their ingredients or by varying their price points and relocated in areas where they can do well likeFoccacia Onion Sun Dried and Tom. Garlic Pizza Base. Scandinavian Rye Bread. Slice Mediterranasn Bread. Slice Museli Sandwich. Cheese and Garlic. Hot Dog Roll. Multigrain Loaf. French Village. Loaf Spinach.

RESEARCH METHODOLOGY

1. Problem formulation 1a. Primary objective The primary objective of the project was to study the Scope of Specialty Breads in Delhi & NCR region. A detailed analysis of Daily Bread provided few insights about the market .But to know the opinion of Retailers & consumers about the product, this study was conducted

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1b. Information required. The information that were required other then the research were about the consumption pattern & income level in Delhi & NCR region.

2. Determining the research design:

A research design is the frame work for a study, used as a guide to collect and analyze data. A research design ensures that, the study will be relevant to the problem and, it will use economical procedure. The research design for the study is Exploratory Research. An exploratory research is conducted to gain ideas and insights into the problem. It is conducted to increase the marketer’s familiarity with the problem and clarify concepts. An exploratory research is appropriate when very little is known about he problem. Here the purpose of the study was to find out the scope of Specialty bread in Delhi and NCR region; hence an exploratory design was selected.

3. Data Collection Methods: 3a.Secondary data:

The purpose of collection of secondary data was to gain more knowledge about the project and to have a certain guideline for the project to be carried out properly. For the study the secondary data was collected from articles on Bread industry published in Economic times, white papers on consumption patterns & income level by Mckinsey & Co.,

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3b.Primary data: The primary data collected, while keeping certain important point into consideration, which would help the project to achieve the desired result, which were expected from the survey like :  What should people be questioned?  What should be the mode of administration of the questionnaire?  What is to be measured?  Can objective answer be obtained by asking the people?  Should the purpose of study be made available to the respondent? The main objective of collecting primary data is to probe the attitude and opinion of the respondents. The technique which was used for study was the communication technique in which survey was done telephonically. This technique was decided as it would be cost efficient and would help to obtain the accurate data. The following choices were made while collecting primary data: (a) Degree of Structure: Structured. (b) Degree of Disguise: Undisguised (c) Method of Administration: Personal interview.

3c. Questionnaire design: The primary data which was collected was through questionnaire, questionnaire was selected as a mode of collecting the data because of it certain characteristics, which are as follow:  It translates the research objective into specific questions.

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 Standardize the question and all or some of the response categories.  Fosters co-operation and motivation.  Serves as the permanent record of the research.  Speed up the process of data analysis.  Serves as the basis for reliability and validity measure. 4. Procedure of questionnaire: Procedure which was followed to design a questionnaire. i.

What kind of information will be sought?

ii.

Type of questionnaire and method of administration.

iii.

Content of individual question.

iv.

Form of response to each question.

v.

Wording of each question.

vi.

Sequence of each question.

vii.

Physical characteristic of each question.

5. Designing sample: Non Probability Sampling It is basically a form of Convenience sampling in which the population elements are purposely selected based on the judgment of the researcher. In this project researcher preferred non judgment sampling for Retailers & consumers in Delhi and NCR region.

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6. Sample Size Initially around 300 outlets were visited. Out Of them 52 were identified where the survey was conducted .These 52 outlets were selected out of 300 shops on the following characteristics:Product availability Location Outlet ambience Relative products Clientele Second survey was conducted among the end consumers, the behavioural motives of the consumers in the target segment were analysed Location: - The Research was done in the area of Delhi and NCR region

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AMITY UNIVERSITY UTTAR PRADESH AMITY BUSINESS SCHOOL - AU

The Research which is conducted is purely an academic research for the purpose of summer training project; I would appreciate if you could provide some time to fill the questionnaire

Questionnaire for Retailers

1). Do you keep specialty breads. Ans. 1) Yes

2) No

IF YES:-

2) You keep product of local bakery or a known company? Ans. a) Local bakery b) Known company

3) How many varieties you keep? Ans. a) 0-5

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b) 5-10 c) >10

4) What is the daily sale of speciality bread? Ans.

5) Margins you are looking for? Ans.

6) How you find the future of the specialty breads? (Only in DELHI AND NCR. region)

a) Promising

b) average

c) not promising

Name:Place:-

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---------------------------------------- Thanking you ---------------------------------------------

FINDINGS:1. Availability Of Product 300 248

No. of Retailers

250 200 150

Series1

100 52 50 0 X

Y

X=Retailers who keep specialty Breads Y=Retailers who don’t keep specialty Breads

FIG.1 . 2.

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Brand vs Non Brand

25 20 No. of 15 Retailers 10

24

Series1

18

5 0

X

Y

X=Retailers who keep Local specialty Breads Y=Retailers who keep Branded specialty Breads

FIG.2

3. Varities at Outlets 25 20 No. of 15 Outlets 10 5 0

22

20

Series1

10

X